Sapotem Lokol Turism Toolkit launched to boost domestic travel
June 23, 2025 10:16 pm | Posted in Business News | Share now TwitterFacebook
By Doddy Morris.
The Vanuatu Tourism Office (VTO), in partnership with key development agencies and local creatives, has officially launched the Sapotem Lokol Turism Brand Toolkit, a vibrant new resource designed to grow and strengthen domestic tourism across the country.
The launch ceremony took place last Friday at the Haus blong Handicraft at Feiawa Park, attended by government officials, tourism stakeholders, and community leaders. Delivering remarks on behalf of the Minister of Trade, Samson Samsen, First Political Advisor (PA) Marcellino Pipite officially unveiled the toolkit.
“This toolkit is a powerful message to all Ni-Vanuatu,” Pipite said. “It encourages us to become tourists in our own country—supporting local businesses, experiencing local destinations, and contributing directly to economic growth.”
He acknowledged the meaningful support from the New Zealand and Australian governments, noting that the toolkit was developed in partnership with the VTO and a team of five local artists—one of whom has sadly passed away since the project began. Their collaborative efforts have produced a resource that tells the story of Vanuatu through the lens of everyday life, adventure, and cultural pride.
“The domestic market targets you and me—people working in government offices, Non-Governmental Organisations, and communities who want to explore and enjoy our food, accommodation, and tourism experiences,” Pipite added.
VTO Chief Executive Officer (CEO) Adela Aru explained the origins of the toolkit, tracing its development back to the early days of the COVID-19 pandemic when international borders were closed.
“With borders restricted, we had to look inward and ask ourselves: what kind of tourism can we grow within our own country?” she said. “In 2020, the government officially launched the Domestic Tourism Marketing Strategy, and since then, we’ve worked closely with tourism operators across the islands to promote local travel.”
Aru highlighted that when Ni-Vanuatu travel, stay in bungalows, eat local food, and visit waterfalls or beaches, they are not only supporting local businesses but also becoming part of the domestic tourism economy.
“This toolkit is part of our ongoing journey to equip operators with the right messages to attract and celebrate local visitors,” she said.
The Sapotem Lokol Turism toolkit is now available to tourism operators and stakeholders across the country. It includes branding materials, messaging guides, and promotional resources aimed at inspiring Ni-Vanuatu to explore their islands and support homegrown tourism ventures.
The event closed with a strong call from both speakers for businesses and partners to use the toolkit in their marketing efforts—emphasising that growing domestic tourism is essential to building a more resilient and inclusive economy under The People’s Plan 2030.
